Enabling Omni Channel Retail Innovation

August 14, 2013

The retail industry has been aggressive in their e-commerce efforts and reaching customers on multiple touch points, both online and in the brick and mortar locations. But as consumers increasingly demand the ability to use all channels, be it in-store with a customer service rep, online, through mobile, on TV or in a catalog, retail can use omni-channel strategies to realize the full potential of digital both online and off. Where are we in enabling this seamless experience such that retailers can achieve this transformation? What innovative steps have been taken thus far, and what results have we seen that would justify an ongoing investment?

Adam Silverman is a Principal Analyst at Forrester Research, serving eBusiness & Channel Strategy Professionals. His research focuses on eBusiness strategy, technologies, solutions, and operations, including eCommerce platforms, mobile commerce, and in-store commerce technologies. Having spent more than 15 years leading eCommerce teams, Adam has extensive experience of innovating at and operating multichannel retail businesses. He has specific expertise in helping eBusiness leaders define their strategy, understand the supporting technology landscape, determine the appropriate organizational structure, and define and measure success.
Prior to Forrester, Adam was the vice president and general manager at Alibris, a marketplace for independent sellers of books and media. Along with establishing the strategic vision for the organization, he managed marketing, product development, and operations. Prior to Alibris, Adam was director of marketing for Musician's Friend, a $400 million musical instrument retailer. While at Musician's Friend, Adam helped define and deploy a full suite of eCommerce technology solutions designed to enable richer experiences for its customers and greater scale for the organization. Adam also developed one of the first social commerce applications for Wet Seal, where he was director of eCommerce. LessView all posts